Powerade’s decision to support Irish Athletics was made in Dublin but very much shaped by international thinking.
The coca-cola sports energy drink had been a long time partner of the Irish Rugby Football Union, throughout the halcyon days of triple crowns, grand slams and Brian O’Driscoll swigging away at a bottle in post match interviews.
“Rugby had been great for us, through the national team and our ambassadors in Brian and then Paul O’Connell,” said Jennifer Branigan, Brand Activation Manager for Powerade Ireland speaking to Sport for Business.
“We used Paul in a lot of activation including as part of our whole Never Give Up series over three seasons.”
“Powerade internationally though is very much focused in three areas, soccer, athletics and fitness.”
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[ismember]”Ireland would have been the only nation with a rugby focus and it would have stopped us using many of the great assets we have built up through sponsorship of the Olympics in 2012 and with the likes of Wayne Rooney and others in soccer.”
Rugby moved quickly in bringing Lucozade Sport on board for this six nations but the real winner out of the global decision has been Athletics Ireland who last year started a broad based partnership with Powerade that both sides expect to last for many years.
In 2012 Powerade based its Olympic activation here on a relationship with Derval O’Rourke.  She featured in advertising and promotion of the Olympic relationship that also included an opportunity for grassroots athletes to run on the London 2012 track before the games.
“We worked with Athletics Ireland to identify four regional athletics clubs in Sligo and Antrim, Leevale Harriers in Cork and Clonliffe Harriers in Dublin and ran competitions through them to win that ‘money can’t buy prize of a spin on the track in London,” added Branigan.
“In terms of a longer term relationship we wanted to back the sport rather than individuals in the next phase and a possible ongoing relationship with these clubs will allow us to activate among grassroots runners.”
“We are committed to responsible marketing and promote Powerade Zero to the junior athletes.  Powerade Ion4 is the next step up in terms of matching needs and performance and for the elite athletes we have a Pro version.”
“Education of the benefits of the different drinks within the range is important, as is the overall promotion of the physical gain to be had from proper scientifically based hydration though formula drinks as opposed to water.”
“The halo effect from the Olympics last year has been very real.”
“In Ireland there is a 17% year on year lift in terms of club members that are taking up the sport and we are joining forces with Athletics Ireland at a time when it is making real strides forward.”
“We will have some exciting means of activation over the course of the first year, including an opportunity for athletes beyond the elite category to win a training session with Jessica Ennis.”
“We want to be in the sport for the long haul and will be using social media as a primary channel in the first 12 months, rolling out to retail and perhaps on pack promotion over the longer term.”[/ismember]